HISTORY
ACQUISTION
In 2014, Rust-Oleum® Corporation acquired Wipe New® brand car care products, aiming to expand its presence in the automotive aftermarket sector.
The acquisition was driven by Wipe New’s innovative, best-in category approach to restoring and protecting automotive surfaces.
IDENTITY
Post-acquisition, Rust-Oleum integrated Wipe New into its operations while evolving its unique brand identity.
Focused on further innovation, the Rust-Oleum team invested in research and development and spent years perfecting formulas to enhance the performance and versatility of the Wipe New products.
INNOVATION
Post-acquisition, Rust-Oleum integrated Wipe New into its operations while evolving its unique brand identity. Focused on further innovation, the Rust-Oleum team invested in research and development to enhance the performance and versatility of the Wipe New product formulations.
Rust-Oleum’s expertise in coatings and surface treatments complemented Wipe New’s capabilities, allowing for the development of more advanced solutions made specifically for the customer’s varied car care needs.
This resulted in the introduction of new and improved products under the Wipe New brand and has led to a portfolio that currently offers 14 product SKUs, in the categories of Wash & Wax, Wheel & Tire, Interiors, and Headlight & Trim.
ACCELERATION
Rust-Oleum Wipe New continues to innovate, offering consumers enhanced options for maintaining and protecting their vehicles for years to come.
For more information on Rust-Oleum and all our brands, visit the Rust-Oleum homepage.
WIPE NEW VALUES
OUR PURPOSE
At Rust-Oleum® Wipe New®, we believe that the love of cars and car culture is a thing of true beauty. That’s why we’ve set our hearts and minds on creating a line of products that will inspire the confidence to keep on loving your ride rather than trading her in for another. We exist to impress our community with time saving, enjoyable product experiences. We exist to promote conversation among car culture enthusiasts. We exist to keep your car lookin’ sweet, for years to come.
OUR PROMISE
We promise to keep the love of your car strong by offering premium results for all, delivered with innovative and intuitive engineering that's sure to keep the pursuit of caring for your ride fun and fresh.
OUR PRINCIPLES
KNOWLEDGE
No one has more experience in the field of premium protective surface coatings than Rust-Oleum®. With over a century of knowledge under our hood, you can be sure that our product formulas and the science in the bottle is the real deal.
EASE OF USE
We’ve crafted our offerings with both our casual and engaged users in mind. Easy application, short drying time, and innovative product packaging is carefully considered to save your precious time, while delivering premium results.
QUALITY
We don’t skimp on the proof. Our best-in-category, award-winning products are guaranteed to protect your vehicle for years to come.
OUR POSITIONING
We protect what matters most. With over a century of top-notch coating know-how from Rust-Oleum®, Wipe New® is the innovative upstart in the world of car care. We’re passionate about keeping your ride feeling brand new by providing maximum results with minimal effort. Born from the legacy of a brand that’s been the leader in protection for generations.
